Made to Stick: Why some ideas take hold and others come unstuck .
Why does fake news stick while the truth goes missing?Why do disproved urban legends persist? How do you keep letting newspapers and clickbait sites lure you in with their headlines? And why do you remember complicated stories but not complicated facts?Over ten years of study, Chip and Dan Heath have discovered how we latch on to information hooks. Packed full of case histories and incredible anecdotes, it shows:- how an Australian scientist convinced the world he'd discovered the cause of stomach ulcers by drinking a glass filled with bacteria- how a gifted sports reporter got people to watch a football match by showing them the outside of the stadium- how pitches like 'Jaws on a spaceship' (Alien) and 'Die Hard on a bus' (Speed) convince movie execs to invest gigantic sums even when they know nothing else about the projectAs entertaining as it is informative, this is a timely exploration of a fascinating human behaviour. At the same time, by demonstrating strategies like the 'Velcro Theory of Memory' and 'curiosity gaps', it offers superbly practical insights.Made to Stick uses cutting-edge insight to help you ensure that what you say is understood, remembered and, most importantly, acted upon.

Dan Heath (Author)
Dan Heath is a senior fellow at Duke University’s CASE center, which supports entrepreneurs fighting for social good. He lives in Durham, North Carolina. Dan and his brother Chip have written four New York Times bestselling books: Made to Stick, Switch, Decisive, and The Power of Moments. Their books have sold over two million copies worldwide and have been translated into thirty-three languages.

Chip Heath (Author)
Chip Heath is a professor at Stanford Graduate School of Business, teaching courses on strategy and organizations. He has helped over 450 startups hone their business strategy and messages. He lives in Los Gatos, California.